Social Media Brand Communication Essay

2.2.3. Social Media Brand Communication Based on the discussion about social media and brand communication, social media brand communication is where a brand want to stimuli a positive effect on it consumer by communicating their information through social media. It is distinguish of two forms of social media brand communication:

a. Firm-created Social Media Communication

This form of social media brand communication is created by the company, from the account to the content that can be publicly access to the company’s target market. All of it content and account is under control of the management of the company (Bergh et al, 2011). “Firm-created content on social media is a term that describes the Internet as a platform whereby content is

According to Westbrook, 1987, “Electronic word-of-mouth (E-WOM) can be defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers.” With the existing of social media, companies these days created their own accounts in several of social media. Companies take the advantage of the Internet on how the firm created their account and content on their own and create a two-way relationship of communication with customers. Even though the number of firm-created social media communication is increasing, it is still a relatively new way of marketing for brands (Nielsen, 2013). The firm-created content are mostly about the information about the product, how to use, new releases of products, where to buy the products, and many activities over the platform to create more “Likes”, comments, followers, tags, etc. The more customer’s interactions with the company more brand loyal that the customer has (Palmatier et al, 2007). So it is very crucial that

Depth means how to make consumers to recall or identify brand easily, and width expresses infers when consumers purchase a product, a brand name will come to their minds at once. If a product owns brand depth and brand width at the same time, consumers will think of a specific brand when they want to buy a product. That is, the product has higher brand awareness. Brand name is the most important element in brand awareness (Davis et al, 2008). As a consequence, brand awareness will affect purchase decision through brand association, and when a product owns a positive brand image, it will help in marketing activities (Keller, 1993). A brand name offers a symbol that can assist consumers to identify service providers and to predict service